Anyone wanting to protect their eyes from the sun can grab a cheap pair of sunglasses from the local mall. Those looking at luxury sunglasses are thinking of a lot more than the harmful effects of UV rays. They’re looking for an image, and a pair of sunglasses that projects success, style and confidence. To sell those sunglasses, you need to reinforce that image.

Sell the Brand

Sunglasses aren’t a luxury item that you can sell by touting a unique manufacturing process. Luxottica, an Italian firm, is the company that actually manufactures most of the sunglasses consumers see with prominent names attached. This means selling luxury sunglasses is all about the brand name, which reflects what the customer is paying for. Make sure that brand stands out in all of your sales and marketing materials. Companies spend a lot of money to build their brand equity – if your business is selling their sunglasses, use that to your advantage.

Tell the Story

Some customers are going to want to brag to their friends and colleagues after buying their premium eyewear. It helps if you have something to tell them about what sets the pair they chose apart. Selling a potential customer based on the amount of protection the lenses offer helps, even if there isn’t much difference between those lenses and the ones on the next shelf at half the cost. If the frames are made of space-age technology or are the lightest or most durable around, don’t hesitate to bring that up. If someone famous wore them on the red carpet at an awards show, have some magazines with the pictures available.

Showcase Your Style

Customers aren’t paying top prices for luxury sunglasses because they’ll make their vision better. They’re paying those prices because of how they think they look wearing them. Design all your images of people wearing your high-end brands to project the image of status and power. Make sure any pictures are top-quality shots that show both the product and the background scenery in a way that accentuates luxury. Every image associated with the sunglasses should speak to an experience your customers would like to have.

First Impressions

People purchase luxury items of every type, but few can have the impact of luxury sunglasses. Considering most of us look people in the eyes when we engage with them, those shades are likely the first things the customer’s peers will notice. That’s something to stress if you see hesitation about the price. The up-front cost might be high, but you can argue that it’s not much to pay for ensuring an impressive first impression. Wearing designer shoes won't have an impact if people don't look at their feet, but those luxury sunglasses will be harder to miss.